Whether farmers are willing to adopt green production technologies is related to the quality and safety of agricultural products and the realization of green sustainable development of agriculture in China.Based on the survey data of 355 farmers in Henan Province,and"social being"hypothesis integrated planned behavior theory and value-attitude-behavior theory,using the structural equation model and the PROCESS test procedure,this paper explored the impact of environmental values and subjective norm on farmers'willingness to adopt green production technologies,and examined the mediating role of subjective norms and the moderating role of scale management.The study found that:(1)There were differences in the willingness of farmers to adopt different agricultural green production technologies.The order from high to low was:cultivated land quality improvement and conservation technology,agricultural waste recycling technology,and chemical fertilizer and pesticide application reduction and efficiency increasing technology.(2)Among the three dimensions of environmental values,ecological values had a direct impact on adoption intention,altruistic values and egoistic values had an indirect impact on adoption intention through behavioral attitudes and subjective norms.(3)Behavioral attitudes and subjective norms played an intermediary role in the influence process of environmental values on adoption intention.(4)The scale of operation had a positive moderating effect on the influence of altruistic values and egoistic values on subjective norms.Based on the research conclusions,this paper put forward policy suggestions on strengthening the cultivation of farmers'environmental values,promoting the construction of green rural civilization,accelerating the cultivation of large-scale operators and driving the innovation of green production technologies.
关键词
环境价值观/计划行为理论/价值-态度-行为理论/技术采纳
Key words
Environmental values/Theory of Planned Behavior/Value-Attitude-Behavior Theory/Technology adoption
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